BtoB's Best - Direct (Single): Hewlett-Packard Co.

Runner-up

Hewlett-Packard Co.

Agency: gyro London Campaign: “Prove It” Launch date: April 2012 Creative credits: Business leader: Jo Fishburn, gyro Why we liked it: HP uses a CSI-style case file to grab recipients' attention. It works for a couple of reasons. For one, the bold, red “Evidence” banner that appears in various places in the “file” is hard to resist (thanks to the TV franchise, the fascination with cop-show procedurals seems to have seeped into our collective consciousness over the past decade). Second, businesspeople by nature like evidence—proof that whatever you're trying to sell them holds up with facts and customer testimonials. The mailer has all of that, in its evidence sheet and an accompanying DVD; it also drives recipients online for more information. It does exactly what good direct mail should: It piques the recipient's curiosity, gives them some information and tells them how to get more. Case closed.